2016: Back to the Future

By Norm Johnston, Mindshare

When it comes to digital marketing, predicting the future usually requires a reassessment and extrapolation of the past. Our industry seems to move in cycles, with the same topics resurrected and rebooted every few years. In fact, one could argue that there is really nothing new, just old ideas and issues recharged with new technology, new names, and new passion. So what could 2016 bring?

Third Life:
Remember Second Life, the industry’s initial foray into virtual reality that made the cover of Time Magazine back in 2007? Well, virtual is back with a vengeance. Facebook is readying its Oculus Rift for an official launch next year, and anyone who has experienced the virtual roller coaster ride will tell you it’s a seismic step from yesterday’s technology. With a rumored price tag of around $500, every kid on the block will want an Oculus. Of course virtual is not the only game in town. Augmented reality is finally crossing the chasm as well. According to the Digital Marketing Bureau, 30% of smartphone users in mature markets use AR at least once a week, and nearly a billion smartphones have an AR app embedded into them. Microsoft is heavily promoting its impressive HoloLens AR technology, and the world waits for Google to redeem itself with a new version of Goggles, which may or may not include some of its investment in Magic Leap, a Florida AR start-up labelled as a “game changer” by those who have seen it. And since October you can get a

The Matching Luggage Lesson:
Marketers are also exploring new immersive content formats like Facebook’s new 360 video format. In fact, 2016 could mark a major shake-up within the creative industry as marketers realize that simply flogging TV spots online is no longer cutting it, particularly with Gen Z and millennials. Just consider Snapchat, which has somehow evolved from a dodgy sex photo swapping destination to over 100 million users, mostly millennials, viewing over 6 billion video views a day. More people in the US watch college football on Snapchat than TV, and the video ads that resonate the most are bespoke formats built for vertical mobile viewing; custom inverted Snapchat videos ads have a substantially better completion rate. Professional content creators like Tastemade Studios are now filming from an inverted mobile perspective rather than a traditional panoramic TV format. Whether interactive, immersive or inverted, creative agencies will need to re-imagine ideas through a very different lens for very different screens and spaces and audiences. Just as we learned in the early days of the Internet, matching luggage ads usually don’t cut it.
Content is King, Again:
Content will continue to be a significant challenge when it comes to programmatic media, which is hoovering up media inventory around the world. While most marketers have built or are in the process of establishing robust programmatic platforms full of viewable premium inventory and disparate data sets, most are still struggling to find content to feed the beast. In short, all the technology is there to hyper-target unique consumers across the purchase funnel, but there’s simply nothing to put in front of them. 2016 is the year clients will get serious about evolving their trade desks into Adaptive Marketing engines, hopefully enriched with a myriad of creative messages stored in asset libraries and dynamically served to customers based on data and marketing rules. It’s time for all that programmatic investments to start paying off, and content is the missing element for most.

Web 3.0:
A few years back there was a lot of buzz around the Semantic Web, or Web 3.0. The Semantic Web describes a more intelligent Internet that can seamlessly pass data between objects and do things for you. Basically Artificial Intelligence. As the Internet of Things gathers real momentum, AI will finally arrive. The Internet, perhaps voiced by Siri, Alexa, or Cortana, will predict your needs and enrich your life by measuring and monitoring everything from your body to your house to your neighborhood. Your bio-metric data, with your opt-in permission, will be shared with insurance companies to automatically drive down insurance premiums. Amazon Echo will automatically add packaged goods to your shopping basket and suggest recipes based on your monitored fitness levels and diet. And soon an ambulance, maybe even quicker an Uber car, will automatically be ordered when your Apple Watch detects an imminent medical emergency and the need for you to visit the hospital. Brands will also explore a role in this new ecosystem, whether rewarding fitness fanatics for their discipline with discounted products to helping you to wake up after a monitored and measured sleepless night by automatically starting the coffee machine and doubling the normal volume of caffeine.

Fewer, Bigger Walled Gardens:
The industry is ripe for even more consolidation. Look for Yahoo to finally throw in the towel and get snapped up either horizontally by a publisher looking to extending its programmatic and display business OR vertically by another telco like Verizon building a deterministic multi-device advertising model. Twitter may also send its last independent tweet, perhaps bought by a surprise player like Alibaba or Tencent seeking to expand beyond Asia. All of these Internet titans will continue to ruthlessly battle with each other to own your smartphone, and in particular eliminate the pain of opening up multiple individual apps to read notifications. Anyone remember Pointcast, the push-based, aggregated desktop dashboard from the 1990s? Pointcast may be gone, but look for a Game of Thrones bloodbath to become your default mobile dashboard and notification aggregator in 2016. All of this will be played out against the increasing tactical moves by various companies to use ad blocking as a means to direct advertising spend into their respective walled gardens, particularly mobile app ecosystems.

So it’s back to the future in 2016. Jump on your Lexus hoverboard (yes, you really can now) and enjoy the ride.

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Predicting the Turn
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The Glass Wall
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Generation M: Young Muslims Changing the World
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Connectography
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The Never-Ending Digital Journey
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Adaptive Marketing
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Limitless: Leadership that Endures
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India Reloaded
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Twitter Is Not A Strategy
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The Essential CIO
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The Thoughts of Chairmen Now
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Luxury Brands in Emerging Markets
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The Lighter Side of China
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The 10 Principles of Open Business: Building Success in Today's Open Economy
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The Personal Experience Effect
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Brands and Rousers
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The Advertising On-Ramp
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A Master Class in Brand Planning: The Timeless Works of Stephen King
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Tell the Truth
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The Athena Doctrine: How Women Will Rule the Future
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Lifestyle Brands: A Guide to Aspirational Marketing
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# THOUGHT LEADERSHIP tweet
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The Luxury Market in India: Maharajas to Masses
Added Value, the global brand development and marketing insight consultancy, has contributed a chapter to the world’s first authoritative book to be published about the luxury market in India. The Luxury Market in India: Maharajas to Masses, co-edited by Glyn Atwal and Soumya Jain, and published by Palgrave Macmillan, is a window into the highly complex Indian luxury market.
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Turbo Chinese
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Raw: Pervasive Creativity in Asia
A sumptuously illustrated look at grassroots creativity in Asia, the conditions that drive it, and what it means to build a business using the power of ideas. There is nothing on the market that is comparable. This is not a dry text business or psychology book. The basis of a creative economy is the recognition that ideas are democratic and come from everyone, followed by the conversion of ideas into financial profitability. This book explains how this is happening in Asia and what, strategically, the West can learn from it.
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Sexy Little Numbers
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Likeonomics: The Unexpected Truth Behind Earning Trust, Influencing Behavior, and Inspiring Action
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Velocity: The Seven New Laws for a World Gone Digital
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The Art of Shopping: How We Shop and Why We Buy
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Walmart: Key Insights and Practical Lessons from the World's Largest Retailer
offers a comprehensive insight into how the retailer emerged from its humble roots in rural Arkansas to become a global retailing phenomenon.
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I'd Rather Be in Charge
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Grow: How Ideals Power Growth and Profit at the World's Greatest Companies
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All Business is Local: Why Place Matters More than Ever
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The Wiki Man
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Marketing to the New Majority: Strategies for a Diverse World
David Burgos and Ola Mobolade look at the changed marketplace revealed in the new 2010 Census data, and show marketers how to develop integrated campaigns that effectively reach these culturally diverse consumer populations.
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How to Use Politicians to Get What You Want
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The Branded Mind
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Consumer India: Inside the Indian Mind and Wallet
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Marketing Excellence 2
The first volume of Marketing Excellence was published in 2006, and this second edition contains 34 new case studies, selected from the last four years of The Marketing Society Awards for Excellence. These case studies are the best of the best and although they encompass examples of different marketing techniques in action, all are consistent in one thing: all showcase great strategic thinking, great creativity and perfect execution.
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Spend Shift
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Custom Surveys Within Your Budget
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The Big Book of Marketing
The most comprehensive book of its kind, The Big Book of Marketing is the definitive resource for marketing your business in the twenty-first century. Each chapter covers a fundamental aspect of the marketing process, broken down and analyzed by the greatest minds in marketing today.
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A-Z Dictionary of Change 2010
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The Future of Marketing
The Future of Marketing is a collection of commentaries from 50 CEOs of some of the world's most successful businesses - who were asked to answer one simple question: 'What role do you see marketing playing in the future success of your company?'
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Shopper Marketing: How to increase purchase decisions at the point of sale
Shopper Marketing explores the subject of shopper marketing, which takes places in the store, aiming to turn shoppers into buyers, at the point of purchase. The goal of shopper marketing is to influence purchase decisions when the shopper is close to the product in the store. Shopper marketing is a relatively new area of marketing, but the financial investments being made in the area are increasing each year.
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Vulnerability Management
Vulnerability management proactively prevents the exploitation of IT security gaps and weaknesses that exist particularly within a larger organization. This book demonstrates how prevention can reduce the potential for exploitation and shows that it takes considerably less time and resources to manage potential weaknesses, than to clean up after a violation.
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Black and Green: Black Insights for the Green Movement
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The Next Evolution of Marketing: Connect with Your Customers
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Brand Stand: Seven Steps to Thought Leadership
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China Beyond
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Inside the Mind of the Shopper: The Science of Retailing
How today's shoppers really think, behave, and buy: Breakthrough insights for creating high-profit retail experiences.
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Survive, Exploit, Disrupt: Action Guidelines for Marketing in a Recession
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Qualitology: Unlocking the Secrets of Qualitative Research
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Generation Ageless: How Baby Boomers Are Changing the Way We Live Today
An “authoritative and eye-opening” look at the past, present, and future of Baby Boomers.
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Perfect Pitch - The Art of Selling Ideas and Winning New Business
A professional “pitching coach” for one of the world’s largest marketing conglomerates, Jon Steel shares his secrets and explains how you can create presentations and pitches that win hearts, minds, and new business.
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A Smile in the Mind: Witty Thinking in Graphic Design
A Smile in the Mind focuses on the graphics which give the most pleasure - the ideas that prompt a smile. These are the jobs that people remember, the projects that make designers famous.
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Beans and Pearls
Seminal lecture delivered by Martin Sorrell to D&AD in 1996 placing creativity - in its widest sense - at the core of WPP’s offer to clients.
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All Consumers Are Not Created Equal
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Public Opinion in a Globalised World
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Rigorous Magic: Communication Ideas and their Application
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Mobile Marketing Essentials, Strategy & Best Practices
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Action Planning: How to Follow Up On Survey Results to Implement Improvement Strategies
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The Dictionary of Change
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How to Create and Develop Lasting Brand Value in the World Market
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Search Engine Marketing, Inc.
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Strategic Database Marketing
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The Brand Bubble: The Looming Crisis in Brand Value and How to Avoid It
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ENTERPRISE 2.0: How Social Software Will Change the Future of Work
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China's Creative Imperative
Based on interviews with a wide range of creators - designers, musicians, folk artists, painters, discussions with common people about the role that creativity played in their seemingly mundane lives, and extensive trawling of the popular culture scene in China, China's Creative Imperative provides rich evidence and a provocative point-of-view that businesses should find hard to ignore.
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Personality not included
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Customer Churn Reduction and Retention for Telecoms: Models for All Marketers
Industry expert Arthur Middleton Hughes explains what Telecom enterprises can do to continue to exist. Their salvation rests not in their technologies, Hughes explains, but in their marketing strategies.
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A Brand with Power: Fuelling Success in the Energy Market
Deregulation is causing the utilities market to change across much of the globe. In the free market, state-owned monopolies have been replaced by an array of companies selling gas, electricity and water. From dusty monopoly to Danish Energy giant, this book explores how DONG shook off its outdated image and completely transformed itself into an innovative and dynamic company with a strong brand.
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DigiMarketing: The Essential Guide to New Media and Digital Marketing
Developments in media and digital technology have spawned a new era in marketing.
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Greater Good: How Good Marketing Makes for Better Democracy
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Actionable Web Analytics: Using Data to Make Smart Business Decisions
Getting ROI from the web is everyone's job. Right now someone is clicking on your website, and knowing everything you can about those clicks and the people that make them is a business imperative. That's the first of a set of compelling business lessons distilled from the authors' decade of experience with the world's most powerful online brands.
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Microtrends: The Small Forces Behind Tomorrow's Big Changes
Bill Gates, Tony Blair and President Clinton are among those who have listened closely to Mark Penn's analysis. In Microtrends, you'll understand why so many influential leaders have sought Mark Penn's counsel. Mark Penn highlights everything from religion to politics, from leisure pursuits to relationships. Microtrends will take the reader deep into the worlds of polling, targeting, and psychographic analysis, reaching tantalizing conclusions through engaging analysis.
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Get Ahead by Going Abroad: A Woman's Guide to Fast-Track Career Success
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Apples, Insights and Mad Inventors: An Entertaining Analysis of Modern Marketing
A collection of thought-provoking observations on marketing issues from client management and brand management to strategy and product development. Essential reading for any communications professional
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Space Race
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Brands & Gaming
Added Value marketers on how brands and businesses can understand and harness computer gaming, the huge opportunities available and the unique rules of engagement required
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One Billion Customers
Ogilvy Public Relations advisor and former Wall Street Journal China bureau chief McGregor on the lessons from the front line of doing business in China. Includes case studies of successful, and unsuccessful, ventures
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Pick Me
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The Future of Men
Charts the evolution of the role of men and what it means for business and culture, arguing that the new definition of male will revolutionise how we define and reach the 'new' male market
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Sponsorship’s Holy Grail
Employs Six Sigma quality improvement programme to enable organisations to understand, conduct and monitor sponsorship activities in line with specific business goals
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The Advertised Mind
Draws on information about the working of the human brain to suggest why emotion is so important a factor in remembering an advertisement and pre-disposing consumers to buy brands
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BRAND sense
Employs Millward Brown research to explore the effects of leveraging all five of the senses - touch, taste, smell, sight and sound - when building brands
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The Business of Brands
Outlines how brands are a source of value for businesses in terms of shareholder value through revenue generation and as a management tool - and for consumers, as a source of trust or predictor of quality
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Being Direct
In his own words, how 'the pioneering father of direct marketing' did it. With a groundbreaking final chapter on marketing in the 'post-present' and a new chapter on the impact of the Internet
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More Bull More
A collection of 70 short essays covering the marketing gamut, from advertising and brands to the people they are aimed at
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The 360 Degree Brand in Asia
With case studies on IBM, American Express, Pond's Institute, Nestle, amongst others, the authors set out a framework by which companies can plan their marketing strategy and budgets as they globalise
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Ogilvy On Advertising
The timeless reference on what works to create great brands, effective campaigns that make the cash register ring, and a productive agency environment. David Ogilvy pulls no punches, and his advice is priceless.
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